Design talk: Brand vs Visual Identity
I know what you're thinking - branding is just your logo right?
Branding is so much more than just your logo.
Branding is what sets you apart from your competition. A café with a strong brand who knows its target market inside and out will perform better than a café that has not properly established a brand.
Imagine a technology giant that creates mobile devices that are well-designed and sophisticated. Did Apple or Samsung come to mind?
If you want to be the business people think of when they hear 'health conscious café' or 'vintage wedding photographer' you need to have a definitive brand that represents these values.
Visual identity is where your logo comes in.
Your visual identity is everything visual about your brand. Your logo, your website, your social media pages.
Of course, they have to exist cohesively. To create a concrete brand, your visual identity must represent your brand's values.
Take Ferrari for example - would their masculine and powerful brand have the same effect if the logo was in Papyrus and used pinks and purples? Definitely not.